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The cloudy reality of game streaming : An analysis into the consumers’ willingness to pay for cloud gaming services.

Plasman, Niek (2024) The cloudy reality of game streaming : An analysis into the consumers’ willingness to pay for cloud gaming services.

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Abstract:Cloud gaming is a relatively new form of consuming video games. It works by having games streamed from data centers to devices and screens consumers already own. It thus requires no console hardware purchase on the consumer’s end to function. Cloud gaming services often take the form of a subscription service where consumers pay a pre-determined monthly fee to access an ever-changing library of on-demand software, not unlike how Netflix works for movies. Cloud gaming services have however struggled to take off after their market introduction, having only a single-digit percentual market share compared to more traditional game consoles and PC alternatives. This research paper aimed to analyze the potential relationship between the independent variables of digital value perception, the sense of ownership, perceived control, and consumer habits on the willingness to pay for cloud gaming services. The variables of perceived control and consumer habits were part of the theoretical model as moderating variables between the relationship of the independents. Consumer habits are hypothesized to moderate the relationship between the sense of ownership and the willingness to pay and perceived control moderating between digital value perception and the willingness to pay.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general, 85 business administration, organizational science
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/100121
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